Industry News
The 2023/24 ski season saw 60.4 million people visit U.S. ski resorts. This was the fifth most ever recorded but was still 7.3% less than the record-setting 2022/23 season.
- Related: U.S. Ski Industry Reports Data from 2023-24 Season: 5th Best Overall Despite Weather Challenges
Aspen Skiing Company (SkiCo), which owns a quartet of ski areas in Colorado that includes Aspen Mountain, Aspen Highlands, Buttermilk, and Snowmass, also saw a drop, although not as drastic. For the season, SkiCo reported a dip of only 2.3% in skier visits. Although a decline, it fared better than the industry overall as well as major conglomerate, Vail Resorts, which saw a 7.8% drop in skier visits. In raw numbers, it is estimated that SkiCo saw 1.49 million skier visits, or about 35,000 less than the previous year.
The reasons for the decline were twofold. For one, the weather in the early season did not cooperate. Snowfall for November and December was well below the historical 30-year averages. Conditions improved in January, but it wasn’t until February that the conditions really picked up along with skier visits.
Secondly, as a destination ski area, SkiCo saw challenges and competition that caused potential visitors to go elsewhere. Visitors from Latin America were at an all-time high, however the normal influx from Australia suffered due to exorbitant air fare prices. Also, with Japan being fully open for the first time since COVID, that lulled some visitors away.
The cost to vacation in Aspen also continued to be high. It was even named the most expensive vacation spot in the United States. Lift tickets, lessons, lodging, and dining all adds up. The average daily rate for lodging in Aspen this winter was $947. This was actually down 1.7% from last season, however the average daily rate in Snowmass Village was up 6% to $712.
With the hardships of climate, competition, and costs, SkiCo can be thankful for just a small decline this year. Many other areas had it far worse. Hopefully, come November the snow falls with a vengeance and skier visits pick up across all ski areas in North America.
